Another way of promoting brands is by employing a brand ambassador. A brand ambassador is a person who embodies the brand, influences the customers, creates brand awareness and a specific brand image, and generates sales opportunities.
A brand ambassador usually represents only one brand at a time. The employing company considers the brand ambassador as a face of the company that speaks of the brand in their own words and boosts the positive image in the minds of consumers. The looks, talents, status, achievements, and reputation of a brand ambassador is useful for influencing large audience of consumers.
In 2003, India’s largest chocolate brand, Cadbury went into worm controversy. To regain the consumer’s confidence, Cadbury contracted the Bollywood superstar Mr. Amitabh Bachchan for brand promotion. During his campaign, Cadbury not only restored the trust of consumers but also experienced boost in the sales of its flagship product Cadbury Dairy Milk (CDM).
Celebrity branding is nothing but using celebrities to promote the brand. The celebrities are featured in both electronic and print media ads. They appear at brand launches, corporate events for social responsibility, and other such events.
Celebrity brand endorsers are different from brand ambassadors as the former are not employed by the company as the latter. The popularity, fame, and charisma of the celebrities is useful in brand promotion. Celebrities can endorse multiple brands at the same time unlike brand ambassadors. Similarly, a company can have multiple celebrities to promote its brand.